本文選題：服務營銷 + 品牌建設�。� 參考：《遼寧大學》2012年碩士論文

【摘要】：2006年12月1日開始,我國有13個城市允許外資銀行允許經(jīng)營人民幣業(yè)務,這標志著中國完成了入世的“過渡期”。金融業(yè)作為“過渡期”最長時間的業(yè)務,將迎來國內(nèi)其他銀行業(yè)競爭對手的激烈挑戰(zhàn)。面對這種金融全球化的形勢,國內(nèi)基層商業(yè)銀行普遍存在著營銷手段不豐富、服務意識差、金融產(chǎn)品缺乏創(chuàng)新能力等一系列問題,此類問題如果得不到有效解決,在將來銀行客戶接受外資銀行金融界先進、規(guī)范的服務模式,那么對于基層商業(yè)銀行所帶來的競爭沖擊,將是巨大的、無法估量的。所以,為了有效提高銀行的讀物營銷能力,提高競爭力,我們有迫切需要研究競爭策略。 銀行是比較典型的服務類企業(yè),競爭優(yōu)勢的建立很大一部分取決于服務水平的高低。20世紀60年代時期,歐美學者開始專門研究服務營銷進。他們針對服務的定義、特征、服務質(zhì)量、服務設計、服務營銷組合等方面問題開展了詳細、深刻的研究,服務營銷在這些學者的不斷探索和完善中逐漸形成為一套較為完善的理論。 本文采用服務營銷理論和方法,以一個國內(nèi)基層商業(yè)銀行管理者的角度,結(jié)合基層商業(yè)銀行的實踐經(jīng)營經(jīng)驗,加之對國內(nèi)外服務營銷成功案例的一系列剖析,在此基礎上提出了包商銀行赤峰分行服務營銷策略的實施方向和建議,簡單概括為通過樹立服務營銷意識,改進服務流程,提高服務質(zhì)量,重塑服務營銷組合四方面,來進一步提高包商銀行赤峰分行的服務營銷水平。 本文共有五個章節(jié),緒論部分,首先闡述了研究背景和研究意義,回顧了國內(nèi)外服務營銷理論發(fā)展以及商業(yè)銀行營銷理論的發(fā)展過程,為本文開展研究的內(nèi)容提供了理論基礎；第一章,針對商業(yè)銀行開展服務營銷的理論基礎和一般方法進行了闡述,為包商銀行赤峰分行的服務營銷戰(zhàn)略實施提供了理論研究方法；第二章,分析了我國商業(yè)銀行的服務營銷環(huán)境,對我國商業(yè)銀行的營銷特點進行了總結(jié),從宏觀、微觀、外部、內(nèi)部四個角度進行分析；第三章介紹包商銀行以及赤峰分行的概況,并著重對赤峰分行服務營銷現(xiàn)狀進行分析,尋求進行服務營銷改進的原因；第四章,在前面三節(jié)的基礎上發(fā)現(xiàn)包商銀行赤峰分行服務營銷中存在的問題；本文第五部分,基于前面的分析和總結(jié),探索性的提出了包商銀行赤峰分行實施服務營銷的策略以及方法。 總之,基于本人在赤峰包商銀行多年工作經(jīng)驗的基礎上,應用在MBA階段學習到的一系列服務營銷知識,嘗試性的提出一些服務營銷對策,以提高本分行未來服務水平。由于本人理論把握能力和實踐經(jīng)驗的有限,文中難免存在一些不盡人意的地方,敬請各位評審老師及答辯專家指正,本人將繼續(xù)在理論學習和實踐經(jīng)驗等方面深入探討,力爭作出自己的努力,在商業(yè)銀行服務營銷領域上有所貢獻。
[Abstract]:Since December 1, 2006, 13 cities in China have allowed foreign banks to allow foreign banks to engage in RMB business, which marks the "transitional period" of China's entry into WTO. As the longest business in the transitional period, the financial industry will face fierce challenges from other domestic banking competitors. Faced with this situation of financial globalization, domestic grass-roots commercial banks generally have a series of problems, such as insufficient marketing means, poor service awareness, lack of innovative ability of financial products, and so on. If such problems are not effectively resolved, In the future, the bank customers will accept the advanced and standardized service model of the foreign banks and financial circles, so the competition impact brought by the grass-roots commercial banks will be huge and incalculable. Therefore, in order to effectively improve the reading ability of banks and improve competitiveness, we urgently need to study competitive strategies. Bank is a typical service enterprise. The establishment of competitive advantage depends on the level of service. In the 1960s, European and American scholars began to study the development of service marketing. They conducted a detailed and in-depth study on the definition, characteristics, quality of service, service design, service marketing mix, etc. Service marketing is gradually formed into a more perfect theory in the continuous exploration and perfection of these scholars. This article adopts the service marketing theory and method, from the angle of a domestic grass-roots commercial bank manager, unifies the practice management experience of the grass-roots commercial bank, in addition to the domestic and foreign service marketing success case series analysis, On this basis, the paper puts forward the implementation direction and suggestion of service marketing strategy of Chifeng Branch of contractor Bank, which can be summarized as four aspects: establishing service marketing consciousness, improving service flow, improving service quality and reshaping service marketing mix. To further improve the contractor bank Chifeng branch service marketing level. This article has five chapters, the introduction part, first elaborated the research background and the research significance, reviewed the domestic and foreign service marketing theory development as well as the commercial bank marketing theory development process, has provided the theory foundation for this article research content; In the first chapter, the theoretical basis and general methods of service marketing of commercial banks are expounded, which provides a theoretical research method for the implementation of service marketing strategy of Chifeng Branch of the contractor Bank. This paper analyzes the service marketing environment of commercial banks in China, summarizes the marketing characteristics of commercial banks in China, and analyzes the marketing characteristics from the macro, micro, external and internal perspectives. Chapter three introduces the general situation of the contractor Bank and Chifeng Branch. And focuses on the Chifeng branch service marketing status quo analysis, seeking for the reasons for service marketing improvement; chapter four, on the basis of the first three sections found the contractor bank Chifeng branch service marketing problems; the fifth part of this article, Based on the above analysis and summary, this paper puts forward the strategy and method of service marketing in Chifeng Branch of contractor Bank. In a word, based on my working experience in Chifeng contractor Bank for many years, applying a series of service marketing knowledge learned in MBA stage, I try to put forward some service marketing countermeasures in order to improve the service level of this branch in the future. Due to my limited ability to grasp the theory and experience in practice, there are inevitably some unsatisfactory places in this paper. I would like to ask all the judges and experts to correct it. I will continue to explore the theoretical learning and practical experience in depth. Strive to make their own efforts, in the commercial banking service marketing field has contributed.
【學位授予單位】：遼寧大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F274;F832.33

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